Prime Video has just announced that the blockbuster Kannada film ‘KGF Chapter 2‘ is now streaming on their platform. Yet, instead of delight, the news has triggered a wave of abuse, outrage and brickbats for Prime Video. Instead of being overjoyed, fans of the KGF franchise are enraged at the news of KGF 2’s digital release. And it all boils down to one reason alone – the mode that Prime Video has opted for release.
For the unversed, Prime Video has released KGF Chapter 2 as part of its rental store. That means those who want to stream the film need to pay a rent of ₹199 to watch the film. This is what has got Prime Video subscribers in a rage. “Why should we pay ₹199 more to watch KGF 2 on Prime Video when we’re already paying ₹1500 to subscribe to the platform?” is what they say.
The outrage of Prime Video subscribers is not without justification. While movies on rent, aka TVOD, is common practice on streamers abroad, this is the first time Prime Video has released an Indian movie on rental basis in India; and that too a movie as highly anticipated for Indian viewers as KGF 2. Audiences are bound to be incensed.
Film buffs are already miffed with the idea that another recent blockbuster and highly awaited movie ‘RRR’ has also chosen the same pay per view model for its OTT release on ZEE5 and BMS Stream. That time too, viewers had roundly abused ZEE5 for making them pay extra – that is over and above ZEE5’s subscription cost – to stream RRR on the platform. Two big movies opting for the same TVOD digital release model back to back has made Indian film fans a worried lot. They’re worried that the floodgates have opened up! And every reasonably big film will now opt for the same pay per view model when it first releases on OTT.
It is a clear and present danger, and something that’s bound to happen. Streaming platforms are leveraging every means available to them to earn much-needed revenue. Nothing like biggies RRR and KGF Chapter 2 to make a start.
Have a look at some of the tweets outraging over KGF Chapter 2’s pay per view digital release –
https://twitter.com/CineTimeCanada/status/1526211461093249025
@PrimeVideoIN @amazonIN @AmazonHelp We buy Amazon prime subscription for ₹ 179/- p.m. And now you start renting movies for another rs 199/- . Is it fair? You can increase the subscription rate that's understandable but this 'rent' business is most unfair https://t.co/uiD1LXePgV
— Vipul R Trivedi (@VipulRTrivedi2) May 16, 2022
https://twitter.com/ubnarayan/status/1526179632109985793?t=t-d3Esr6gASW_ED8HyWf8Q&s=19
Yeah sure.. We just cancelled membership of Netflix subscription. Looks like next is Prime video.. Good luck with your "renting" video. Soon tobe renamed as "PRIME RENTING VIDEO".. 🤨🤔
— Subha's (@subhapratyusha) May 16, 2022
My subscription is going to expire this june. I m not going to renew it. Why we need to rent movies whn we hv already paid for you streaming platform. If we hv to rent movies evn after buying subscription worth 1499, then what's the benefits of subscription.
— Aman Kumar (@theoddaman) May 16, 2022
Now this will happe with all upcoming movies, thats why all rights reserved by you always, as this is not mentioned while we are buying prime subscription.
We can't oppose this, but only we can do that not to renew or buy new membership…— Bhavik Patel (@ibhavik_patel) May 16, 2022
This will bring down @PrimeVideoIN , already we've prime subscription then now on top of that if we've to pay in addition per view then there's no need for yearly subscription model. This business model is like killing the golden goose !
— Jarvis Antony (@JarvisAntony) May 16, 2022
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